Abstract

This thesis explores the intricate dynamics between TikTok’s algorithm and content creators by examining the interaction between digital materials and human agency. TikTok, a social media giant, is known for its personalized and engaging content. The platform transforms how digital content is created and consumed through its advanced machine-learning algorithm, AI. The study is inspired by the theoretical perspectives of New Materialism, Networked Individualism, and the Virtual Self, which provide a deep understanding of the interplay between technology and human behavior. With three methodological approaches, including digital autoethnography, digital ethnography, and semi-structured interviews, this research explores how TikTok’s algorithm is influenced by content creators. While content creators try to manipulate the algorithm to boost their exposure and engagement, the algorithm, at the same time, changes their content and creative abilities. This suggests a complex mutual relationship. Moreover, this study adds to the wider discussion of algorithmic transparency, and the impact of AI on digital platforms. It highlights the need to further study the power structures embedded in digital technologies. Overall, we gain insights into digital interactions' evolving nature and algorithms' impact on cultural production and individual agency.